In addition to producing short- and long-form video content, supporting brand partnerships and recording music, THE FIREPIT will incubate emerging technologies for WMG’s family of labels, helping them to create original and inventive campaigns as well as developing new commercial opportunities for their content, based at WARNER MUSIC's LONDON headquarters.

Commented WARNER MUSIC UK Chairman/CEO MAX LOUSADA: “THE FIREPIT grew from our commitment to telling our artists’ stories in the most vivid, compelling and powerful ways possible. It’s not enough for people to simply hear our artists’ music or see the content they create, we want them to really listen; to watch, to engage, to react and to connect. Placing the creative process at the heart of the organization will give us a dynamic space in which we can pioneer rich, immersive experiences for fans and unlock new promotional and commercial opportunities for our artists.”

THE FIREPIT’s new production company and creative content agency will be headed up by STEFAN DEMETRIOU as VP Content. He has led campaigns for a range of artists including COLDPLAY, KYLIE MINOGUE and MUSE. An alumnus of the INSIDE PICTURES program, STEFAN is also a two-time GRAMMY nominee and produced the 4K ED SHEERAN concert film for NBC, SKY ARTS, LG TV and theatrical distribution worldwide. MATT COOK, formerly of MTV NETWORKS and CROWN PRODUCTIONS, will work with him as Head of Development.

THE FIREPIT’s production studio manager, TRISH McGREGOR, will run a team of filmmakers and content creators. She was previously Studio Manager at ABBEY ROAD INTERACTIVE, heading up the world-class production and design facility.

A range of projects are already in development including online and broadcast formats, live and campaign content, feature-length projects, digital creative and artist specials.

THE FIREPIT’s innovation incubator will work with tech firms, start-ups and developers to create pilot projects that will be up streamed to WARNER MUSIC’s family of labels.

THE FIREPIT’s recording facility features two studios, viewing and writing space and a host of top-flight equipment, both new and vintage. Use of the studio will be non-recoupable for WARNER MUSIC’s artists and prospective new signings, allowing acts at all stages of their careers greater freedom and flexibility to hone their sound. The space is also ideal for performances, fan and media events.

The recording studio will be overseen by WARNER MUSIC UK VP A&R Co-ordination CONOR O'MAHONY, who will work with in-house engineer RICHARD WOODCRAFT, previously Senior Engineer/Producer at RAK STUDIOS, who won a GRAMMY for his work on RADIOHEAD's "In Rainbows" and engineered and recorded the current MERCURY PRIZE-winning album from BENJAMIN CLEMENTINE. He has also recorded and mixed the ARCTIC MONKEYS and THE LAST SHADOW PUPPETS, as well as working with NEIL YOUNG, SAVAGES and MICHAEL KIWANUKA.